Analyzing Social Media Marketing in Hospitality and Tourism Sector

This business management project delves into the application of social media marketing within the hospitality and tourism industry. The project comprises three articles, each analyzed using different research methodologies. The first article utilizes a qualitative approach to examine social media use in a tourism company, focusing on objectives, research questions, and findings related to cost-effectiveness and brand awareness. The second article employs a quantitative approach to assess how social media and internet tools promote hospitality businesses, covering research questions about tool usage, customer behavior, and e-marketing strategies. The third article presents a literature review, analyzing the importance of social media in tourism research, identifying research subjects, trends, and methodologies, including content analysis and the use of theories like the technology acceptance model. The project highlights the significance of social media for promotional activities, customer engagement, and overall business success in the dynamic tourism landscape.

BUSINESS MANAGEMENT
PROJECT

Table of Contents
MAIN BODY...................................................................................................................................1
Summary of First Article using qualitative approach.................................................................1
Summary of Second Article using quantitative approach...........................................................3
Summary of Third Article using literature review......................................................................5
REFERENCES................................................................................................................................7

MAIN BODY
The topic chosen for business management project is Hospitality and Tourism focusing
on social media marketing.
Summary of First Article using qualitative approach
Aim
To analyse use of social media in a tourism company- A study on Kemi Tourism Ltd
Objectives
 To evaluate possible use of social media in marketing in Kemi Tourism Ltd
 To assess how social media marketing is helpful for attaining objectives of Kemi
Tourism Ltd To make recommendations to enhance appropriate use of social media marketing in Kemi
Tourism Ltd
Research Questions
Q1. What do you want social media marketing to talk about and attain objectives
Q2. What are the factors leading to attainment of stated objectives of marketing in Kemi Tourism
Ltd?
Thesis
The main aim of present thesis to examine the use of social media in marketing activities
of company in effective manner so as to attract customers towards organisation. Furthermore, to
offer social media marketing plan for the commissioner. The thesis includes social media and its
marketing in the best way possible (UTILIZING SOCIAL MEDIA IN A TOURISM COMPANY.
2012). Research methods such as qualitative approach has been applied in research. Moreover,
desktop research was also applied in present research in order to explain the different theoretical
phenomena.
On the other hand, thesis was being commissioned by company for effectively the
purpose of researching the possible use of social media marketing in effectual manner. In
relation to this, study is enumerated for marketing two product offerings of the commissioner.
Main aim of present research was to provide use of social media marketing as a tool of
promotion for company and its major effects on the commissioner company. Tourism and
hospitality industry are higher revenue generating sector which provides constructive growth of
economy in the best way possible. Thus, it becomes important for firm to effectively attain
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profits by making use of social media marketing for promotional purpose which provides firm
with better avenues with ease.
Research Methodology
Research methodology is required to be implemented in order to gain desired results with
ease. It can be analysed that for completing the project within stipulated time, researcher has
implemented qualitative approach of research. This type of research has been conducted without
reference to using statistics and any other related numerical facts. But only theoretical framework
is being used in order to attain outcome of research in the best manner possible. Furthermore,
desktop research has been implemented for getting accurate results. Thus, theoretical framework
has been applied in order to attain company's goals of marketing and better analysis was
conducted by researchers. Thus, proper research method has been applied for analysing
qualitative aspect of social media marketing in company.
Findings from research
It can be found out from the research that social media in the aspect of marketing is quite
cost-effective and useful tool in promoting company's stated marketing objectives and attainment
of goals with ease. The findings from it clarifies that even though the commissioner company is
small company and has only a few employees, social media marketing is useful in attainment of
goals with ease. In comparison to current marketing implemented in firm, social media
marketing seems to be effective with ease. It brings visibility and company gets closer to its
audience and resultant outcome will be fruitful as brand awareness is raised.
The authors reviewed present social media presence of commissioner which is
SnowCastle's Facebook pages and reviews posted on TripAdvisor and found out that there is
already positive conversation, event though not properly connected. This implies that only
collaborating social media and conversation. The different ideas can be applied to marketing and
as a result, firm will be able to attain objectives of marketing through social media.
Thesis provided researchers for getting profound picture of social media marketing and as
business activities. Moreover, perfect examining effects of tourism industry was being impacted
and analysed in a better way. It was founded from the research, how various characteristics of
commissioner company has an impact and implementation of social media into present
marketing applied by it. The qualitative research was applied which provided company with the
data as to how important is social media marketing to company.
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Understanding of article
The article was understood by me which has given me perfect knowledge regarding the
importance of social media marketing in company leading to attainment of promotional
activities. I have gained knowledge with reference to theoretical framework by assessing
qualitative approach in effective manner.
Summary of Second Article using quantitative approach
Aim
To assess how to promote hospitality business by implementation of social media and
internet tools
Objectives
 To show how important is social media and internet tools to hospitality businesses
 To construct way for implementation of social media in businesses To provide benefits to businesses for making their presence on web through social media
Research Questions
Q1. What are social media and Internet tools that businesses should use them?
Q2. Why hospitality businesses should use them and how to use them?
Q3. Do hotels impart services with regards to social media and internet tools what customers are
looking for?
Q4. How tourists organise their holiday trips in present scenario?
Q5. Is internet is main part of purchasing online packages?
Thesis
It can be analysed that e-marketing, web usage, e-tourism, consumer behaviour and the
current phenomenon of social media marketing are main themes of thesis. Customer behaviour in
relation to accommodations and merits social media and Internet tools for hotels are being
analysed in a better way (SOCIAL MEDIA AND INTERNET TOOLS IN THE HOSPITALITY
MARKETING. 2013). This will be beneficial for hospitality professionals so that they may be
able to effectively develop strategies and strengthen customer relationships with ease. Moreover,
research provides way for assessing demands of guests in terms of accommodations for aspects
such as before, during and after the trip. This provides way for hospitality professionals to
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implement well-mannered strategies and understand the importance of social media and related
tools of Internet.
The social media channels such as Instagram, Twitter, Facebook have various benefits to
company so that firm may be able to attain promotional activities in effectual manner. The goal
of this research is that outcome of this research will provide hospitality professionals to
formulate their presence on social media. The benefits of research will be much important for
professionals so that they may be able to attract more customers and attain profits. Moreover,
through advantages of the research, social media and Internet tools will be perfectly
implemented.
Research Methodology
Research methodology is required for implementing data in effective manner and attain
desired outcome in the best manner possible. It can be analysed that quantitative approach has
been applied by scholar which means that numerical facts and figures are gathered for forming
research in effective manner. The statistics are used and with the help of numbers, proper
outcome can be accomplished quite effectually.
The questionnaire has been made with focus to find out up to what extent, Internet and
social media are main habit of consumers while engaging in process of travelling. The
questionnaire results will be processed with a statistical tool Tixel. After that, quantitative data
analysis will be applied so that researchers may be able to gather answer to research questions
being formulated. Thus, by expressing beliefs, attitude and behaviour of public in terms of
quantitative manner. On the other hand, secondary data will also be collected by scholar. These
will be gathered from articles published by tourism professionals, web pages etc. Thus,
secondary data will also be analysed by quantitative data analysis technique.
Findings from research
It can be assessed from the research that hospitality professionals should implement
social media and Internet tools in company so as to attain better avenues with ease. Tampere, city
in Finland have accommodations and have websites for providing to their customers. The
websites are effectively used by company and it can be analysed that more usability of visitors in
the site will increase chance to businesses to transform them into potential customers.
The accommodations are present on social media are less which is more feasible for
hospitality to use e-marketing. This will provide businesses with increased talk with customers as
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communication will be enabled and online influence will be higher in effective manner. For
companies engaged in tourism, e-marketing or social media marketing is quite essential for
business in meeting objectives. Thus, it can be said that Internet tools and social media should be
used by hospitality professionals as they will be able to attain better promotions and customers
will get attracted leading to more sales.
Understanding of article
The social media and related Internet tools have provided me to learn how effective is
modern marketing to the business. With the help of it, my data analytical skills is enhanced
leading to attainment of efficiency and productive way to analyse results.
Summary of Third Article using literature review
Aim
To analyse importance of social media in tourism research: A Literature Review
Objectives
 To analyse tourism research conducted in top journals
 To assess general directions for enhancing future tourism research To assess literature on social media in hospitality and tourism industry
Research Questions
Q1. What research subjects in aspect of social media have been evaluated?
Q2. What significant trends and directions for future tourism research will prevail?
Thesis
It can be analysed from the literature review conducted by researcher which provides that
social media in tourism research is quite important (Social Media in Tourism Research: A
Literature Review. 2015). According to the research is has been analysed that around half of the
articles relating to social media were published in tourism management and 30% of articles were
published in Journal of travel research. This research analysed that most of the articles published
in tourism journals are based on tourists' perspective rather than supplier. Based on the finding it
is understood that current tourism researcher consider customers perspective more for social
media based studies. Social media study considers about travel behaviour, social media use and
information search and adoption. According to the reviewed study which lays emphasis on
suppliers' perspective that include promotion and product distribution.
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According to the views of researchers, there are theories i.e. commitment theory and
motivation theory which were used in past tourism study also formed part of research.
According to the research 58% of the study are empirical and 42 % were qualitative. This data
indicated that researchers devoted more undertaking to qualitative work that other. Researcher in
social media also used structured equation modelling and path analysis and content analysis.
According to finding it has been identified that tourism researchers to pursue fundamental issues
of theories and research methodology related to social media in tourism.
Researcher can analyse and collect data relating to social media in order to know about
customers behaviour by using various research. Researchers use different theories and the most
frequently used theory is related to technology acceptance model (TAM). Tourism researcher
make social media research to identify customers and their demands to provide them better
services. Social media research indicate that 74.2% articles are based on tourist perspective and
22.6% based on supplier perspectives.
Research Methodology
The articles which was related to social media marketing was being used as a research
methodology. The keywords with relation to tourism literature was searched and 31 published
articles were being utilised for research. The selected articles from reliable sources were gathered
and they were analysed with the help of content analysis. In addition to this, framework was used
before content analysis such as traveller, supplier and research perspectives on the basis of
previous work review. Thus, research methodology had been applied for effectively ascertaining
outcome of research in a better way.
Findings from research
It can be founded from the research that 31 articles from reliable sources were being
identified and used by researcher. Several theories, methods were effectively being analysed.
The relationship between tourism journal and social media research in tourism were being
identified in a better manner. It can be analysed that there is much gap to be filled about
suppliers' perspective in terms of communication, management and research in the market. The
theory and concepts were developed but were not proper for establishing well-mannered
theories. It can be analysed that social media tourism literature is important for getting
perspective of consumers, suppliers and other stakeholders.
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While, it can be analysed that 54.8 % of articles were published in Tourism management,
other 30 % were in Journal of Travel Research. Moreover, in accordance to research, it can be
find out that majority of articles were more consumer centric perspective (74.2 %) in comparison
to suppliers' perspective which were around 22.6 % only. In theoretical aspect or framework, it
can be analysed that lack of theoretical framework was being accomplished. Besides this, earlier
studies emphasised on role of social media in information search in tourism and hospitality.
However, in recent articles, focused on more intensified issues namely uses of social media,
destination behaviour and e-Destination marketing. Thus, it can be analysed from findings that
there is much more scope in research in future tourism literature.
Understanding of article
The article has provided me to gain skills and knowledge with respect to future tourism
research. Moreover, I have acquired necessary and in-depth study of subject which will enhance
my literature review writing in the future course of action. On the other hand, this will provide
me with better opportunities in effective manner. I'm able to enhance my knowledge in effective
manner in the social media.
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REFERENCES
Books and Journals
ONLINE
UTILIZING SOCIAL MEDIA IN A TOURISM COMPANY. 2012 [PDF] Available Through:
<https://www.theseus.fi/bitstream/handle/10024/39053/Huotari_Milla.pdf?sequence=1>
SOCIAL MEDIA AND INTERNET TOOLS IN THE HOSPITALITY MARKETING. 2013 [PDF]
Available Through:<https://www.theseus.fi/bitstream/handle/10024/55889/Krahl_Aurelie.pdf?
sequence=1>
Social Media in Tourism Research: A Literature Review. 2015 [PDF] Available Through:
<https://scholarworks.umass.edu/cgi/viewcontent.cgi?referer=https://www.google.co.in/
&httpsredir=1&article=1104&context=ttra>
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